1) Customers are increasingly using social media to interact with brands and share their opinions, with over 90% believing brands should have a social media presence. 2) In social media, customers can play different roles in relation to brands such as advocates, opinion sharers, and participants. Advocates in particular influence others in their social networks. 3) Brands need an omnipresent social media strategy and content that engages customers across multiple touchpoints to break through clutter, with customers needing to hear messages 3-5 times before believing them.

1. How to kick ass and take names build community and create advocacy on the social web Michael Brito| @Britopian SVP, Social Business Planning, Edelman

2. Growing Customer Expectations 2009 Study 2010 Study 59% use Social Media to interact with brands 78% of use Social Media to interact with brands 93% believe a company should have a presence in social media 37% of users engaging companies or brands via new media at least once per week 43% of consumers say that companies should use social networks to solve the consumers' problems New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%). 41% believe that companies should use social media tools to solicit feedback on products and services

3. The Social Customer & Brand Experience Brand Discovery: Google Search, Word of Mouth Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing Brand Advocacy: Creating content, sharing, defending The Advocate (e.g. encourage friends to purchase) The Opinion Sharer (e.g. post review) The Participant (e.g. participate in a brand experience) The Informed (e.g. research products online)

7. It’s not necessarily about the network

9. So, how we do live up to customer expectations ?

10. Kick Ass Products

11. Superior Customer Service

12. Proactive Community Engagement

13. Smart Content Creation & Positioning

14. It starts with listening

15. People buy from business that listen

16. Some tools to help you kick ass

17. Some tools to help you kick ass

18. Some tools to help you kick ass

19. We can never forget Google…